positioning for the future - fraud conference...use social media to expand your circle of influence...

POSITIONING FOR THE FUTURE Creating and Promoting Your Professional

Brand in an Evolving Job Market

Donn LeVie Jr.

Principal, ENCYGNIUM Austin, Texas

www.encygnium.com

Presentation Overview

Megatrends

1982 Best-Seller by John Naisbitt

“Time of Parenthesis”: a time

between eras for society and culture

2007-2010 time of parenthesis that

created opportunity for many while

others had it forced upon them

The 2007-2010 Recession

Changes beginning to appear in:

Global demographics, economics, and technology

Reallocation of financial and human capital

Rapid-response opportunities for professionals in

emerging and mature economies

Mature and Emerging Economies

Mature

Emerging

Workforce assumptions were based on studies,

research on Western mature economies

G-20 Economies

Rapid-response opportunities increasing in mature

and emerging economies in G-20 nations

G-20 countries:

64% of global population

80% of world trade

90% of global GNP

The Evolving Workforce

Demographic, technological, economic changes

shaping key organization trends hiring trends for

contracting and permanent positions as well as

and consulting opportunities

Global Trends Influencing Employment:

2010-2020

Demographic trends

Economic trends

Technological trends

Global Trends Influencing

Employment: 2010-2020

Demographic Trends and

Human Capital

Demographic Trends and Human Capital

Population demographics of emerging economies

• By 2050, most of the 9 billion people on the planet will be

from countries with developing economies

Aging of the population occurring at a significant

rate (we are living longer and more of us are living

longer)

Preference of older workers to work full time

Women increasing in workforce 3x that of men in

mature economies; constant in emerging ones


Key Takeaways:

Aging of population will strain government and

private programs for elderly

Accommodating older workers in workforce may

restrict hiring new talent with new skills

Gender demographics in workforce less

competitive, more nurturing work environment


Global Employment Trends: 2012 and Beyond

600 million jobs needed between 2012-2022

Global labor market to remain static

Current global economy has reduced capacity to add

new jobs

“Vulnerable employment” increased by 23 million since

2009

Labor productivity lower in emerging economies

Global economy entering period of tightening of policies

with persistent high unemployment increases risk of

double-dip in growth and employment


Key takeaways:

Mounting uncertainty in global employment, workforce demographics, sovereign debt integrity, political instability, international monetary policies create environments ripe for various types of financial misappropriation

In an system where tension and strain impede flow of business processes, potential for deception and deceit is present

Rising middle class in developing countries leading to more homogeneous workforce, especially in culture and language

Economic Trends and Human Capital



Economic Trends and Human Capital

Global virtual workforce and

“work day” models undergoing

change

Education trends

• Three-tiered approach

life-long learning (LLL)

• LLL = focused training, quicker

access to certifications and licenses than college

degrees

• Online colleges, community colleges, and

trade/business schools will assume more

importance

Technological Trends

and Human Capital




and Human Capital

30% of G-20 workers born after 1980

By 2020, will increase to 50%

“Digital Natives”: people who grew up with Internet,

iPhones, iPods, iPads

Proficient at creating/maintaining digital identities

Advances in digital technology continue to raise

the bar on prerequisite skills for the workforce


and Human Capital

Video becoming No. 1 source of data traffic

Cloud computing redefining internet technology

business models

• 14 million new jobs in cloud computing by 2015

Emergence of smaller, more complex and

intelligent devices

Different wireless solutions and networking protocols

will give rise to “Best Available Network”


and Human Capital

Key Takeaways:

Emerging networking, data storage and wireless technologies will change competitive stakes for businesses across the board

Increased use of predictive analytics to manage risk, reduce fraud, and identify trends that can be converted into competitive advantage

Source: Dunn Solutions Group (www.dunnsolutions.com)

Predictive Analytics gives you the ability to improve

your target marketing, forecast marketing campaign response, analyze Shopping Cart, assess the probability of credit card fraud, project hospital patient length-of-stay, calculate fleet vehicle mileage and anticipate customer attrition/churn, and more.

General Human Capital

Considerations

Key Trends in the Organization


More strategic vision needed for connecting and directing internal and external intellectual assets

>50% of venture capital in 2009 invested in Seattle, New York, Palo Alto, and Sunnyvale due to a culture that responds to innovation

Gallup CEO Jim Clifton: “Companies in those cities create unique business models that serve as a beacon for the most talented people in the world”


General Human Capital Considerations

Maximizing engagement of older workers

Workforce projections based on the ability of

education system success

Better efficiency managing third-party

products/services

Reducing time between interview and job offer


General Human Capital Considerations

Increase in globally dispersed functional teams

“Going to work” now an activity, not a destination

Employer-employee loyalty policy of

engagement/retention

Building on the employment brand for recruiting

and retaining talented professionals

Compensation not as important for

recruiting/retention


Crowdsourcing

• Different from outsourcing

• Network of professionals

(“crowd”) which changes

based on project need or

problem to be solved

• A resource to be borrowed,

loaned, invested in inside and

outside of the organization to

enhance the value chain

General Human Capital Considerations:

Crowdsourcing places increased emphasis on individual as

a solutions provider/problem solver/game changer at

higher functional levels


The “Workplace” has been redefined

• Was an office building where employees congregate

to work

• Now, “the workplace” is wherever a worker is at the

moment of performing work

Crowdsourcing is next

niche opportunity for

contractors and consultants

2010-2020 Employment Projections for

Anti-Fraud Professionals

Nearly 191,000

positions to fill

96,000 replacement

s needed

1.39 million

replacements

needed

571,000 replacements

needed

Capitalizing on Emerging

Opportunities

Establishing a

Professional Brand

Establishing a Professional Brand to

Capitalize on Emerging Opportunities

Brand value involves two important components:

• Creating a brand image that generates positive

associations

• Making others aware of the brand in question



How do I create my

brand?

How do I get others

to become aware of

it?

How can I get my

brand to generate

positive associations

with it?



For permanent, contractor, or consulting positions,

the task is the same:

Create positive associations between quantified

accomplishments and expertise, and the people with a need for that expertise



Elements of a Professional

Brand

Favorability/Likeability

Strengths (expertise)

Uniqueness of offering

• Attributes

• Benefits

Functional

Experiential

Symbolic

• Attitudes



Ways to embed your brand into the “associative models” of a target audience:

Write articles for peer-reviewed journals (Fraud Magazine)

Give presentations/workshops at ACFE meetings/conferences

Use social media to expand your circle of influence in your industry

Write a book on fraud examination principles and issues

Create an attention-getting blog name/catch phrase

Create a unique sign-off statement of each blog entry

Write a bio that promotes your brand rather than typical obituary format



Positive brand image works in three important

ways:

• It helps solidify your position in any job or career

opportunity

• It can differentiate your expertise from the

competition and move it toward “preferred

candidate” status

• It can command a higher salary and encourage

hiring managers to seek you out

Tools and Techniques

Promoting Your Professional Brand

Promoting Your Professional Brand in the

Marketplace

The Toolkit: The Professional Skills, Knowledge,

and Experience (PSKE)™ Portfolio

The Technique: The Continuous Promotion

Approach


in the Marketplace

The Toolkit: The Professional Skills, Knowledge, and

Experience (PSKE™) Portfolio


in the Marketplace

The Technique: The Continuous Promotion Approach

Designed to keep your brand at the top of the

“Preferred Brands” list for any job, contract, or

consulting project

Most effective during most important part of the

hiring/contracting process: between interview and

offer

Uses a “Trojan Horse” technique that embeds your

brand in the associative models (the minds) of

decision makers

Can be used for permanent, contract, consulting

opportunities

The Continuous Promotion Approach

Cover Letter

or

Introductory

Letter

Résumé or

Capabilities

Brochure

Most

people

stop here

Intervie

w

List of

References

Case

History

Write-up

Peer-

Reviewed

Journal

Article

“25 Ways

I Add

Value”

brochure

Make the

follow-up phone

call

The most important portion of the hiring process is

HERE where the job offer decision is made

The Continuous Promotion Approach:

Cover Letter

One page in length

Addressed to specific person

Focuses on needs of the

hiring manager

Uses more instances of

“you/your/yours” than

“I/me/mine/my”

Pulls quantitative

accomplishments from

résumé into bullet list using

bold font

Commits to followup phone

call

Cover Letter

Continuous Promotion Approach:

Résumé

Replace “Objective” section with “Professional Summary”

Bulleted list for ease of scanning

Quantitative accomplishments highlighted in bold font

Focuses on accomplishments vs. duties and responsibilities

No personal interests, hobbies

Uses 2 common fonts; formatted for scanning

2 pages max for most people (most recent 10 years exp)

Résumé

“Trojan Horse” Technique for Embedding

Your Brand

Hi John: Thanks for sharing the manager opportunity with me last week. Sounds like a great challenge. Thought you’d be interested in one of my recent papers. Regards,

Donn LeVie Jr.

“Trojan Horse” Technique for Embedding

Your Brand

Hi John: Let’s talk now…I’m ready to get started… Regards,

Donn LeVie Jr.

Summary and Conclusion

Summary Points

Understanding how trends in demographics,

economics, and technology percolate through social

and business networks helps you identify areas of

potential opportunities for your financial fraud

prevention specialty

Summary Points

Creating and promoting your professional brand

helps differentiate you from others who may be

competing for the same job, contract, or consulting

project

Use the “Trojan Horse” technique to embed your

brand in the associative models of decision makers

Summary Points

Specializing in a niche entitles you to “king of the mountain” status, particularly with crowdsourcing types of opportunities

Summary Points

Creating a Professional Skills, Knowledge, and

Experience Portfolio (PSKE Portfolio) consisting of

documentation that attests to your brand identity and

brand equity for use with the Continuous Promotion

Approach presents you as the complete package

and only viable candidate for whatever opportunity

you want to pursue

Summary Points

Paradigms of change tension, strain, and

uncertainty in business processes

Where your anti-fraud specialty intersects with those

points in the process that are subject to insufficient

legal, ethical, financial, or management oversight

will reveal new opportunities

…and finally

Six major qualities of successful individuals:

A sense of project ownership

A sense of project urgency

A sense of personal integrity

A desire to help others succeed

An attitude of being self-employed

A sense of the graceful exit

Questions?

Send an email to:

[email protected]

“25 Ways I Add Value” PDF

“Association of Certified Fraud Examiners,”

“Certified Fraud Examiner,” “CFE,” “ACFE,” and

the ACFE Logo are trademarks owned by the

Association of Certified Fraud Examiners, Inc.

The contents of this paper may not be

transmitted, re-published, modified, reproduced,

distributed, copied, or sold without the prior

consent of the author.

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